How To Choose A Legal Niche For Your Practice

Read how to choose a legal niche for your practice.


According to the dictionary, a niche is a specialized segment of the market for a particular kind of service. Additionally, a niche is a comfortable or suitable position in life or employment. In other words- it’s about being comfortable with what you can do with it. Similarly, finding your niche is practicing law in a way that is right for you.

Identifying a specific legal niche can be a great opportunity to differentiate yourself from your competition. Having a narrowly defined target market for your firm can drive greater client acquisition. Moreover, it can establish you as a leader in a particular space. Read below all the benefits of defining your legal niche.

The Benefits of Defining Your Niche

Digital marketing is significantly easier when you market to a specific client. More and more, consumers seeking an attorney are doing their initial research for those attorneys online. In fact, they are more likely to search for an attorney who can solve a specific problem. Rather than a general practitioner.

Search engines can help a user find useful information. Accordingly, they can connect individuals with businesses that can solve their specific problems. Hence, you should aim to craft your website for a specific niche that will solve a particular problem. Consequently, your website will be ranked higher for relevant search results, and therefore easier for ideal clients to find.

Finally, it’s easier to become an expert when you’re repeatedly doing the same thing. This allows you to study and practice the issue in greater detail and deliver more efficient solutions. Consequently, you will be able to earn more for your services through higher prices or lower production costs.

Quick Check List

To sum up, building a legal niche for your law practice can:

  • Limit your competition
  • Differentiate you and your practice
  • Help you make a living in a field you love
  • Improve your overall marketing strategies
  • Make it easier to streamline your business
  • Increase your margins

To develop your niche, you need to:

  • Identify your strengths and weaknesses
  • Determine personal factors that help
  • Develop your ideal clients
  • Conduct market research
We've summed up key steps to choose a legal niche for your practice.

Steps To Choose A Legal Niche For Your Practice

Establish A Specific Niche

When determining the niche you wish to service, consider work you legitimately enjoy doing. This is supposed to be something that will make you stay motivated, but also provide a reward. In short, a niche that provides you with purpose will go further than the one based on profitability. For a start, re-evaluate the kind of law you enjoy practicing and the clients you love serving. Finally, think of what truly gives you meaning at the end of the day. Accordingly, choose a focus based on those factors. You will see that defining your niche will not only be rewarding financially but also personally. When selecting a specialization, consider the following factors:

  • Focus on a specific industry. Pick two or three particular sectors. For example, banking, intellectual property or commercial real estate litigation.
  • Define the size of revenue. For example, you could focus your practice on high net worth individuals (at least $1 million in net assets). Or, you could target businesses with $5 million to $50 million in revenues.
  • State the services you offer. Perhaps, your services cover complex litigation or high-profile divorces.
  • Combine all the above. The most powerful way to specialize your law practice is to combine all of the above. Niche yourself by industry, size of revenue, and the specific services that you offer.

In short, make sure you’ve identified practice areas of law that inspire you each day. If you are already practicing in a general area, find a niche within that area. For example, some family law attorneys decided to specialize in divorce. In addition, think about how your background could help you serve a particular market. Finally, combine your passions to shape the business model you would like to run tomorrow.

Check What’s Trending

Next, check what legal niche services are clients in your market looking for. What industries and practice areas are growing? What areas have new technologies, undefined laws or potential regulations? Moreover, what trends are emerging that you might be able to capitalize on. For instance, technology is opening up new avenues for attorneys to explore faster than ever. To start, stay on top of legal blogs to get an idea of emerging opportunities or practice areas. Beyond that, use Google Trends for checking what potential clients are searching for. Also, to find the potential demand for your services at a global, national, or municipal level. With this tool, you can even compare niche practice areas by the search volume. That way you will be able to see what’s trending upwards and what’s declining.

Create A Client Profile

Next, create a client profile for your niche practice. This profile will help ensure to tailor your niche to fit your audience’s needs. Moreover, it will also drive all of your marketing and client service choices. Hence, it’s important to have a clear picture of who your ideal clients are. Consequently, you can determine what is important to them, where to find them and how to attract them. In addition, how best to serve them and what processes and procedures need to be in place.

Market Your Niche

Finally, set up a marketing plan that makes it easy for potential clients to find your new niche practice. To start, try using both paid and organic online channels to reach potential clients. For example, share case studies that present concrete examples of your work. Moreover, set up a quick PPC campaign and do some social media marketing. Write a few blog posts around niche topics to see if they get any traction. In addition, consider launching one-off landing pages focusing on your newfound areas of expertise. Use a “SPARK story’’ to share the situation, the client’s problem, your approach and the result. Also, include when to keep you in mind for similar opportunities.

Besides, continue to spend your time where your clients are. Stay ahead of trends, industry developments, new regulations and legislation. Accordingly, don’t forget to stay aware of your competitor’s performance. Furthermore, network with other lawyers in your chosen niche to get advice from their experiences. Use their advice to refine your strategy on attracting clients to get you started. By continuing to research, refine, and optimize your approach, you’ll find your newfound niche success in no time.


The truth is- lawyers who have a niche are in high demand. In other words- lawyers who have a niche area of specialization are very marketable. A defined niche offers you a position of strength for it allows you to differentiate from the rest. Moreover, it allows you to eliminate less profitable or less fulfilling areas. By building a more efficient practice, you will be able to offer more value to potential and current clients. Accordingly, because of your targeted knowledge and expertise, you can ultimately capture premium rates.

By picking a law specialty and using creative business strategies, lawyers can focus their actions and stand out to clients. Hence, start by defining a niche that fits your passions and overall expertise. Next, learn the market and establish credibility so you are seen as the go-to resource. Then market your niche by expanding your network and showing results. Ultimately, by using the steps above, you will be able to carve out your niche.

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